Achieved over 260 earned media mentions and increased traffic to client’s site by 150%.
Challenge: To elevate brand awareness that Kimberly-Clark Health Care has joined the fight against healthcare-associated infection. In particular, to increase visits to the “Not on My Watch” website.
The “Not on My Watch” website was not receiving as much attention as the client hoped. The client wanted to increase visits to the site, as well as more generally raise awareness of their role in helping healthcare professionals and patients prevent the spread of healthcare-associated infection.
Strategy: Leverage the influence of bloggers to broadly increase awareness of the “Not on My Watch” site through earned media.
We began a five-month blogger outreach campaign on behalf of Kimberly-Clark Health Care. Over 5,000 healthcare and related-issues bloggers were contacted and asked for their help to spread the word about the “Not on My Watch” site and the valuable resources it offered both patients and healthcare professionals.
Tactics: Broad but personalized approach to bloggers, with the offer of easy-access resources for their blog posts in a Social Media News Release.
We identified blogger communities, assessed their interests, crafted appropriate message models, and developed a social media news release. The bloggers were approached in groups spread across five months, with personal and immediate responses sent to every reply received about our initial message. Continual follow-up and timely and friendly responsiveness to requests for additional information ensured that coverage was achieved across a wide swath of the healthcare-related blogosphere.
Results: Garnered over 260 earned media mentions directly connected with blogger outreach campaign.
To date, “Not on My Watch” has earned 261 earned media mentions as a direct result of our outreaches, resulting in an estimated 8 million impressions. Traffic to the “Not on My Watch” site increased dramatically, more than doubling from the number of visits received in the comparable timeframe before our campaign.